Aldi knocks Waitrose off top spot in supermarket satisfaction survey

Aldi has topped the annual Which? supermarket satisfaction survey as value for money continues to be the key driver for shoppers.

Waitrose has lost its crown as the nation's favourite supermarket - to budget rival Aldi.

Which? said that Aldi received mixed feedback from its customers; respondents described the stores as "untidy" and "a jumble sale" and complained about being rushed at the checkout, but hailed the supermarket's "fantastic prices" and praised it for improving the selection of food on offer.

Which? said customers gave Waitrose a two-star rating for its value for money, in contrast to Aldi's five.

The annual survey of 6800 shoppers judges the UK's top supermarkets on their shopping experience over the last six months both online and in store.

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A Waitrose spokesman pointed out that Which? had awarded its shops five-star ratings for customer satisfaction in more categories than any other retailer in the study.

The discounter is the UK's fifth biggest supermarket with a market share of 6 per cent, growing 16.8 per cent a year.

"We are also a business that is and has always been committed to doing the right thing, most recently reflected in our aim to eliminate plastic packaging from our own-label range by 2023". Iceland did well in the Which? survey, receiving five stars for its home delivery service.

Asda was placed at the bottom of the online supermarkets table, where Which? said it has been for more than a decade.

An entry into the low-priced supermarket war would be "very late in the day" but Tesco could use the Booker deal to spearhead its attempt to fend off the German discounters, retail expert Nick Bubb said. Tesco was ranked sixth and Asda and Morrisons were jointly ranked seventh, with Sainsbury's coming bottom.

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